For businesses, the new year is a good time to capitalize on people's vision of a brighter and better year. New Year's resolutions are made and support can be promoted in a variety of different ways. Many businesses use resolutions as a promotional technique, however, and it is important to have creative and innovative promotions that make your business stand out from the crowd.

Return on Resolutions

Everyone makes resolutions with the hope that this is the year they'll stick to them. People are naturally driven at this time of year, but everyone can use a little extra motivation. Americans spend billions of dollars each year trying to succeed at their resolutions -- everything from weight loss to quitting bad habits. Business promotions that are geared toward helping people achieve their resolutions, such as discounted gym memberships to deals on products to help customers quit smoking, are a great way to capitalize on the consumer drive to kick bad habits for a fresh start.

It's Party Time

Although this time of year focuses a lot on self-improvement, New Year's Eve also marks the final celebration of the holiday season. Party promotions that are themed to reflect the changing calendar year are effective because the branding, design and decorations can be tailored to a theme. For instance, setting a cover charge that represents the year, such as $13 for 2013, and having decorations that highlight top moments from the previous year, are good ways to tie a theme into a party. Build incentive into an event as well, such as drink promotions or complimentary cab rides, to drive party-goers to your event instead of your competitor's.

Season of Giving

During the holidays, people historically flock to socially responsible organizations that care about giving back to the community. Participating in events, such as a New Year's parade, charity fundraiser or sponsoring an environmentally-friendly product or promotion, is a great way for a business to publicly show commitment to the community and to company ethics. Consumers tend to feel guilty about buying into consumerism right after the holidays. When businesses show they're out for a good cause, people are more inclined to support them because it makes them feel better about themselves in a time that is centered on self-improvement.

Fitness Frenzy

There's no doubt that January is the most important month of the year in the health club industry. People have high expectations for personal fitness in the coming year and they're motivated to meet them. An effective strategy for fitness clubs is to encourage new customers to sign annual contracts. In January, customers are motivated and believe that they will come frequently over the next 12 months. If the membership is offered at a discounted price, such as 12 months for the price of 10, customers will appreciate the value in the offer. Businesses are likely to profit in this scenario because despite whether customers continue to make frequent use of the gym each month, they're committed to the contract and will continue to pay.

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About the Author

Joanna Hatt works as a junior copywriter in the creative marketing services department at a national newspaper. She has significant communications experience, producing work in both creative and business-oriented styles. She is proficient at developing promotional materials, social media marketing, B2B writing and public relations content. Hatt holds a bachelor's degree in history and gender studies.